A history of growth and innovation - Baby Brands Direct€¦ · A history of growth and innovation 2007 - Lansinoh is acquired by the Pigeon Group 2011 ... Marketing Outline Pump

A history of growth and innovation 2007 - Lansinoh is acquired by the Pigeon Group

2011 – with the acquisition of LMD, Lansinoh becomes a breast pump manufacturer

2011 – acquisition of the mOmma and earth friendly baby brands

2012 – 1st ever breast therapy pack with 3-in-1 uses, flexible and fully adjustable to the breast shape

2013 – the first rotary motor pump - revolutionary technology, quieter and more reliable

2013– new honeycomb pad drives further category growth

©2014 Lansinoh Laboratories Inc. Strictly Confidential.

1st Trimester

2nd Trimester

3rd Trimester

Newborn

Weaning

Toddler

Lansinoh : mum’s trusted partner from pregnancy through toddlerhood

NATURAL FEEDING

TODDLER FEEDING

PERSONAL CARE


Fantastic Brand Perception

The biggest dedicated brand in the breastfeeding segment

Recommended by mothers and health professionals alike

Seen as premium quality, safe, proven, trustworthy and natural

Critically well received by the parenting press and online

Viewed as an award winning, authoritative voice on breastfeeding


Lansinoh | Marketing Outline

Pump Marketing

Outline

Trade Promotion

Online & CRM

PR & Social Media

Targeted Sampling

& Coupons

Shows & Exhibitions

Baby Clubs

Print Media

Campaign

Hard hitting national PR & social media activity Incl Breast Feeding Survey

Health professional sampling, cross

promotions & coupons

New pages on web site and e-mail campaign direct to consumers

Attending major baby shows and health professional exhibitions

National Media Campaign with new creative execution

Targeted communication via baby clubs reaching all new mums (800,000)



BREAST CARE

Lansinoh HPA® Lanolin Nipple Cream

Lansinoh HPA® Lanolin provides a moist wound healing environment, which helps to soothe and protect sore nipples.

The world’s purest lanolin nipple cream - no preservatives, chemicals, antioxidants or other additives

Does not need to be removed before breastfeeding

100% natural & hypoallergenic

No taste, colour or perfume

The only lanolin to be awarded the British Allergy Foundation Seal of Approval

Mums also use it for… chapped lips, dry skin on elbows, heels and knees, minor cuts, burns and skin abrasions


80% to 95% of breastfeeding women experience some nipple soreness, with 26% progressing to cracking and extreme nipple pain¹

The most common reason for giving up breastfeeding is sore nipples

Source: 1 Huml 1995 Manufactured in - Australia

Lansinoh Disposable Nursing Pads ‘ Breast Pads’

Discreet, ultra thin but super-absorbent

Contoured for a natural fit and no-show design

Comfortable, stay-dry honeycomb lining which draws milk away from the skin

Special polymer to lock milk and prevent leaking

Keeps its shape even with the heaviest flow


0

2 non slip adhesive tapes to keep the pad in place

Hygienically wrapped for cleanliness and convenience

Manufactured in - Thailand


Therapearl 3-in-1 Hot or Cold Breast Therapy

Helps treat breastfeeding-related challenges so mums can breastfeed longer

2 reusable treatment packs with covers which can be heated in the microwave or cooled in the freezer

Use cold to help relieve pain and swelling due to engorgement

Use hot to help relieve engorgement, plugged ducts, mastitis or encourage let-down

Use hot with a breast pump to encourage let-down and reduce the time spent pumping

Pearl elements ensure packs remain flexible when hot or cold to perfectly adjust to breast shape

Packs are latex, lead and BPA free

Soft covers are provided with the packs for protection and comfort

Manufactured in - China

Lansinoh Latch AssistTM


In the early days of breastfeeding, nipples may be temporarily flattened or inverted due to engorgement or swelling, making it difficult for baby to latch on

Lansinoh Latch AssistTM was designed to provide gentle suction in order to draw out the nipple to assist with latch-on

Includes small case for hygiene and portability and 2 cone sizes for a comfortable fit

Small, convenient, self-controlled and effective

BPA free

Manufactured in - Japan

LANSINOH BREAST PUMP

PORTFOLIO


The New Lansinoh Manual Breast Pump

Key selling points…

• Let Down & Expression phases for improved milk flow.

• Simple and Easy to clean, assemble and to use.

• Easy Express™ Handle to reduce hand fatigue

• Includes NaturalWave teat which helps maintain established breastfeeding patterns


The New Lansinoh Single Electric Breast Pump


• Up to 6 Adjustable Suction settings with +/- control buttons (12 settings in total including let down and expression phases).

• LED indicator so Mothers know what suction and phase setting they are on.

• Only single electric breast pump powered by the revolutionary rotary motor, which makes it lightweight, powerful and extremely efficient.

• Extra comfort silicone cushion

• Includes NaturalWave teat which helps maintain established breastfeeding patterns.


New Lansinoh 2in1 Electric Breast Pump


• 2in1 - Use as a single or a double breast pump

• 3 pumping styles that can be tailored to maximize milk production and comfort.

• 8 suction levels within each expression mode for ultimate customisation.

• 2 ComfortFit™ Breast Cushion sizes for better fit and suction

• Includes NaturalWave teat which helps maintain established breastfeeding patterns


STORE Lansinoh

Breastmilk Storage Portfolio


Lansinoh Breastmilk Storage Bags

Strong, durable, leak-proof for convenient and safe storage and freezing of breastmilk

Made from food safe polyethylene

Designed with a double zipper for a secure seal and with a gusseted bottom to allow for expansion

Write on tab above the fill area to eliminate potential risk of puncture and milk contamination

Handy pour spout allows for easy transfer of milk

Pre-sterilised and BPA free


Manufactured in - Thailand

FEED BREASTMILK

Helps maintain

established breastfeeding patterns


Lansinoh NaturalWave Peristaltic Teat Encourages baby’s ‘wave-like’ tongue movement for natural oral development

Precise fit for baby’s mouth The tip of the teat is the perfect shape and size to fit the cavity at the top of baby’s mouth, known as sucking fossa.

Soft and flexible Soft silicone crafted with double thickness stretches and flexes for optimal compression, enabling natural smooth tongue movement.

Inner vertical ridges The vertical lines strengthen the teat structure, making it collapse-resistant, while also allowing for smooth tongue movement.

Hole size suits baby’s developmental stage Available in slow, medium and fast flows to meet baby’s changing needs. No more milk than necessary is released through the opening, allowing baby to control the milk flow for a comfortable feed at their own pace.

Unique gradual design for natural sucking The wide base and slim teat top stimulate the sucking function, enabling smooth peristaltic movement. The unique shape also ensures easy latch on for more effective suction and comfortable feeding.

Surface reduces stickiness The fine texturing applied to the silicone surface at the base of the teat ensures that when latching on teat, baby’s lips glide smoothly across the surface for effective suction.

©2014 Lansinoh Laboratories Inc. Strictly Confidential.4

AVSTM Reduces intake of air, a potential cause of colic

Product…


Bottle & Teat Portfolio

240ml

160ml *standard bottle

supplied with Pumps

Twin pack 3 Teats Available:

Slow flow teats Medium flow teats

Fast flow teats


Lansinoh RRP Pricing Model

PRODUCT RRP

HPA Lanolin 40ml £10.99

Disposable Nursing Pads ( 60 count) £5.99

Breastmilk Storage Bags ( 25 Count) £5.49

Latch Assist £8.99

TheraPearl 3 in 1 Hot or Cold Breast Therapy £12.99

Single Electric Breast Pump £99.99

Manual Breast Pump £30.00

2 in 1 Lansinoh Electric Breast Pump £149.99

Feeding Bottle 160ml with NaturalWave Teat £5.99

Feeding Bottle 240ml with NaturalWave Teat £6.49

Feeding Bottles 2x 240ml with NaturalWave Teat £11.99

NaturalWave Slow Flow Teats - 2 pcs £5.49

NaturalWave Medium Flow Teats - 2 pcs £5.49

NaturalWave Fast Flow - 2 pcs £5.49

21

February 2015

Our lovely new certified bathtime and skincare products available in Lavender, Chamomile and Mandarin variants

our lavender bathtime & skincare range

our chamomile bathtime & skincare range

our mandarin bathtime range

our lovely skincare range

Currently stocked by

mothercare

The paper back version of the Flying Bath is planned for launch in June 2015 which presents a number of opportunities for cross promotional activity with Earth Friendly Baby in mothercare stores

On-pack offer - Special edition/mini edition

Gift Pack – Free mini edition inside.

Link Save in store

Retailer campaign – Bespoke competition?

Digital Display and Social Campaign

Co. sponsor Julia Donaldson's Flying Bath Show at the Edinburgh Fringe.

Further opportunity to tie-in with Gruffalo.com and future potential link with Julia's new Book; ‘What the Jackdaw saw’.

Marketing mix

‘Targeted communication via baby clubs reaching all mums

c.800,000’

‘Attending major baby shows and trade

exhibitions including HP’

‘National Media Campaign with Mother & Baby Magazine inc. National sampling campaign’

‘National PR & social media activity’

‘On/In pack cross promotion

on Lansinoh Products’

‘Comprehensive Consumer eCRM campaign

Designed to develop a relationship with mums to increase brand awareness,

influence consideration and drive sales c.250,000 Mums database’

‘Heavy weight digital & social campaign Featuring

Julia Donaldson's The Flying Bath

Trade Promotions

Print Media

Campaign

Digital

campaign

Baby Clubs

Cross Promotional

Activity

Shows & Exhibitions

CRM programme

PR & Social Media

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Documents

A history of growth and innovation - Baby Brands Direct€¦ · A history of growth and innovation 2007 - Lansinoh is acquired by the Pigeon Group 2011 ... Marketing Outline Pump